1. Branding and its Potential
within the Pharmaceutical
industry
By:-
Sheraz Pervaiz

2. What is a Brand
 Theword Brand is derived from
Norse word “ brandr” which
means “to burn.”

3. Definition of a Brand
 “Name,term, sign, symbol,or
design, or a combination of
them intended to identify
the goods and services of
one seller or group of
sellers and to
differentiate them from
those of competition”

4. D e f in it io n o f a B r a n d
In es s ence, the key to creating a brand
according to this definition:
 Choose a name
 Logo, Symbol
 Package design
 Other differential attributes
* these components are called brand
elements

5. Brand Vs Product
According to Philip Kotler “ a product is
anything that can be offered to a
market for attention, acquisition, use
or consumption that might satisfy a
need or a want.”

6. Eement ofabr nd
l s a
 “A brand is a prod uct,then, but one that ad d s
other d im ensions to d ifferentiate it in som e
way from other prod ucts d esigned to satisfy
the sam e need ”

7. Roles that Brands play?
Consumers
•Identification of source of product
•Assignment of responsibility to product maker
•Risk reducer
•Search cost reducer
•Promise , bond, pact with maker of product
•Symbolic device
•Signal of quality

8. The Key to Branding
 For branding strategies to be successful,
consumers must be convinced that there
are meaningful differences among brands
in the product or service category.
 Consumer must not think that all brands in
the category are the same.
 PERCEPTION = VALUE

9. Pharmaceutical Industry

10. Pharmaceutical Industry
Characteristics
 Highly Competitive but Fragmented
industry
 Complicated business model with
numerous stakeholders
 Very Technical/Scientific products
 Major R&D expenditures and High Risk
product development environment
 Long Product-Development Timelines

11. Pharmaceutical Industry
Characteristics
 Long Marketing-Planning horizons
 Highly regulated industry and highly regulated
marketing communications by FDA
 Primary targets: Healthcare Professionals and
Consumers
 Numerous “customers” with variety of information
needs requires multiple approaches to creating
marketing campaigns and communications
 Evolving selling environment
 Use of e-channel still in its infancy in our
industry

12. STAGES OF PRODUCT
DEVELOPMENT
Basic Clinical Regulatory Product Postlaunch
Research Studies Approval Launch Marketing
Role of Marketing
• Provide • Recommend • Input on • Finalize • Monitor
background development product strategy performance
on market labeling
• Define product • Finalize pricing • Adjust strategy
and product
profile needs • Recommend and tactics
potential • Finalize
filing strategy
• Define promotion • Sequence
comparators • Define and branding promotion
launch plan
• Define Outcomes • Implement • Manage
Research needs • Develop launch product
positioning campaign life cycle
• Develop market
and branding
• Finalize field
• Develop strategy
sales plans

13. Where industry is moving in the future?
Towards more integrated offerings
Relationship
Fully High Trust
Personalization High Value
Integrated
Information Customization
& Services
Limited
Interactivity
Product Enriched Product
and Medical
Info Education sites
Corporate
Info
Discrete Brochure ware
Sets of
Information
PUSH PULL
Corporate, Customer
Product Focus Focus

14. Branding in the
Pharmaceutical Industry

15. Brand Management is the HUB of
Pharmaceutical marketing
Market Professional
Research Sales
Business
Marketing Brand Development
Communications Management
Pricing
Analysis
Customer
Marketing Medical
Services

16. Pharmaceutical
Branding

17. Branding in Pharmaceutical
industry:
 Pharmaceutical industry takes long-term
brand building very seriously.
 This is because of the characteristic of the
industry.
 Prescription only medicine sector is
contributing around 90% of global
pharmaceutical revenue.

18. History of Branding in
Pharmaceuticals

19. History:
 Over 100 years ago, Thomas Beecham
recognized the importance of Branding
his safe and effective laxatives “Beecham
pills”
 This started a new trend in the marketing
of medicine attaching a personal
guarantee of the product’s effectiveness.
 As knowledge grew and medicine began
to become effective for a whole range of
previously untreatable symptoms and
conditions. So the Pharma Industry
prospered.

20. Why Branding is Important…?
 A powerful brand provides a plate form to build a
relationship with customers on an individual
basis.
 A powerful brand provides significant
competitive differentiation.
 It can cross the boarders of countries and
markets.
 It can influence behavior and attitudes.
 A powerful brand that which attracts customer
loyalty can provide on of the greatest source of
wealth for a business.

21. Building Brand values:
 Heart of all brands lies a set of values.
 Values quite simply are beliefs that customers
have about a brand that they find attractive
and which are likely to influence their purchase
decision.
 Values can be characterize as
 Functional value (what the brand dose for me...? Effective
no side effect etc)
 Expressive value (what the brand says about me? Patient
caring etc)
 Central value. (what the brand and I share at the functional
level? Low risk in prescribing)

25. Brand Building strategies

26. Brand Building Strategies:
 The classic approach to develop a brand
strategies involve a series of strategies in
which the following are defined.
 Brand positioning
 Brand personality
 Brand Values
 Unique values of the brand that support
the values
 How the brand appears to its audience?

27. Brand Positioning Basics
“A positioning must be…
One, two or three words, phrases or sentences
about your brand that you want to imprint in the
heads of key stakeholders….
Kevin Clancy, Copernicus

28. Brand Positioning Basics
“So clear, so succinct, and so powerful
that once launched, it begins to move
people toward your new evolving
brand”
Kevin Clancy, Copernicus

29. Brand Positioning Basics
 All about identifying the
optimal place of a brand and
its competitors in the
consumer’s mind
 Maximizing company Positioning =
potential benefit The Heart Of
Marketing
 The compass that guides
Strategy
marketing strategy

30. Brand Positioning Basics
 THE POSITIONING
STATEMENT DRAWS ON THE
STRONGEST ASSETS OF THE
BRAND’S EQUITY
 Clarifies what brand is all about Positioning =
 Uniqueness/Point of Difference The Heart Of
 Why consumers should BUY & Marketing
USE (Addresses their needs better Strategy
than competition)

31. Powerful Positionings
Lead to
Powerful Brands
The World's 10 Most Valuable Brands - 2002
VALUE ($billions) Interbrand’s Assessment
1 COCA-COLA 69.6
2 MICROSOFT 64.1
is of Brand Power – the
3 IBM 51.2 fullest possible view of
4 GE 41.3 each brand’s strengths
5 INTEL 30.9 and potential as a
6 NOKIA 30.0
7 DISNEY 29.3
marketing and financial
8 McDONALD'S 26.4 asset.
9 MARLBORO 24.2
10 MERCEDES 21.0
Data: Interbrand Corp., J.P. Morgan Chase & Co /
Business Week AUGUST 5, 2002

32. Brand Personality:
 Brand personality build on the emotional
appeal of brand and is the medium
through which these, in advertising or
through visual identity are expressed.
 Therefore it is an important differentiating
factor in positioning brands.
 Brands can be positioned as masculine
feminine, young or old according to how
advertising or visual identity are used.

33. Brand Value
“There is no value in making
things any more. The value is
added by careful research, by
innovation, and by marketing.”
Phil Knight, founder of Nike

34.  Your brand is what you stand for, what you
are known for.
 The qualities and attributes that people
think of when they hear the name of the
brand, or see the visual marks of the
brand.
 It is these attributes that people speak of
when they talk about "brand personality".
 While a brand may have a position in the
market positioning relates more to the
individual products and services.

35. Unique attributes of the brand that
support the values:
 What are the functional and emotional
elements of the brands that can support
the brand’s core values.
 Where is the proof?
 With prescription products their should be
abundant scientific evidence that the claim
made for the product are true.

36. How the brand appears to its
audience?
 This is the visual manifestation of the
brand’s role and purpose.
 It compromises brands name, packaging
design and advertising.

37. Thank You